EAT’s mission is to help create Mahmee’s new brand narrative by reshaping its storytelling and tone of voice while rebranding its visual identity. The overarching goal is to better position Mahmee as the leading maternal health organization for mothers and birthing parents (customer focus), while still appealing to health care providers.

From EAT’s point of view, the challenge is to design a new brand that resonates with customers on an intimate level (in an unbiased way) while communicating the shifting paradigm of Mahmee’s product (and its complexity) and the diversity of its network. From the market perspective, one of the biggest challenges is to adapt the messaging to resonate as more personalized, intimate, integrated and accessible than the competitors.

• Logo

Mahmee is simple, relatable and approachable. To achieve that our logo is expressed by a humanistic lettering, with rounded edges and a fluid form that mimics handwriting. The choice of lowercase letters creates a more approachable and friendly look that aligns with the brand's ethos of humanity, connection, and journey. This choice of typeface reinforces the brand's commitment to creating a personal and intimate connection between expectant mothers and their healthcare providers.

• Colors

Mahmee’s main brand color is called Mahmee Blue. This blue-toned purple shade conveys feelings of trust, comfort, and professionalism, which are essential in building relationships between healthcare providers and pregnant women along with their families. Additionally, the shade conveys a sense of journey and partnership, aligning with the brand's mission of connecting women with health care providers and providing support throughout their pregnancy journey.

• Fonts

Mahmee's main typography is Recoleta. This elegant, yet modern serif font adds a refined touch to the brand, being both professional and human, connecting to a wide range of expectant families and healthcare providers. The use of this font reinforces the brand's commitment to providing high-quality care and support throughout a woman's pregnancy journey. The timeless and legible design of the Recoleta font is also associated with trust and reliability, which are critical values for our brand.

• Visual Assets

The visual assets that pair Mahmee's brand are fluid, human and uplifting like the Ribbon element that represents the path that connects all life milestones, the natural and inclusive feel of the photography, with all body types, colors and modifications that come with pregnancy. That also includes legible illustrations and icons that explain the Mahmee app features and functionality.